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The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
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Stop Content PollutionBite @ iMedia Brand Summit April 2014
David Ketchum Smitha Virik
President, Asia Pacific Director, Singapore
Bite Bite
Bite in Asia• integrated marketing services
• For companies that are innovating in their fields, disrupting markets and changing the world
• Network of 15 offices worldwide
• 8 offices across Asia
• Campaign Asia Mid-Size Network of the Year
• Asia Pacific Technology Agency of the Year 2013
Lots of important causes!
Stop Content Pollution!
Native ads
Impact of content pollution
Normal content 71%
Native ad content 24%
92,000+ articles posted daily
Banner ads
Source: Google 2013
Click-through rates
2.7 2.6
3.1
2.4
1.8
3.9
3.3
3.8
3.43.13.2
2.8
3.4
2.5
0.3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
Desktop
Smartphone
Tablet
Impact of content pollution
Click-through rates
11%
3%
0.86%0.19% 0.12% 0.10%
0%
2%
4%
6%
8%
10%
12%
Social andmobile gamingvalue exchange
ads
Social andmobile gaming
ads
Mobile bannerads
Rich mediaexpandablebanner ads
Rich mediabanner ads
Standard bannerads
Source: MediaBrix 2014
Impact of content pollution
Avoid pollution
Create environmentally-friendly content.
Objective | Relevant | Insightful | Original
Insight Idea Content Community
Content purity. A good content strategy.
Insight
Insight & Analytics
Competitor communications
Management insights
Third party research
Involve:• Regional customer
leadership• Customer/sales
executives
Idea Content
Opinions
Customer evidence
Guides
Features
Columnist
Videos
3rd party content
Infographics
Infopapers
Powerful Point of View
Campaign theme and Rationale
OPINIONS• Editorial opinion series based
around a central theme
CUSTOMER EVIDENCE• Customer case studies• Customer interviews• Customer videos
GUIDES• ‘How To’ style content
FEATURES• Whitepapers• In-depth analysis articles
COLUMNs• More personalised, blog-style
articles• Opinionated around a variety of
topics
VIDEOS• Short films• User generated content• Animation• ‘Event gateway’ videos
3rd PARTY CONTENT • Syndicate reports from
independent partners• Inspiring content
INFOGRAPHICS• Quick and simple way to make a
point• Interactive for members• Engaging designs
INFOPAPERS • Graphical reports with written
analysis• Interactive and engaging
Many right kinds of content
What does this mean for brands?
• A breath of fresh air
• Increased brand engagement
• Increased brand conversation
• True brand loyalty
Adobe Quicksilver
Peroni
HTC
Wall Street Journal
Join the fight and do your part today!
David Ketchum
President, Asia Pacific
Bite
+852 9034 2528
